Retail


Nearly two-thirds of US internet users don’t know if their favorite fashion retailer offers a mobile app, according to December 2015 research.

The internet is the leading source of information for buyers in China to learn about luxury goods, according to 2015 research. Microblogs and mobile apps have grown in importance for luxury research over the past few years.

Custom-designed packaging can drive repeat purchases, according to January 2016 research. In fact, more than half of US digital buyers believe it makes a product more valuable.

Marketers have been teaming up with influencers for content creation and promotion, and these types of marketing campaigns have generated impressive results. According to December 2015 research, the beauty and fashion industry has also allocated a percentage of their budget to influencer marketing.

Retailers are increasingly prioritizing their digital efforts this year, and according to 2016 research, unified commerce is one of their primary focuses.

Placing a sign-up form on the homepage of a website is the primary way US digital retailers encourage email subscriptions, according to research.

Print coupons remain an important promotional tool for retailers. And even though Wal-Mart decreased its circulation of freestanding insert (FSI) pages, the big-box retailer still retains the top spot among retailers who distribute these promotional materials, according to 2015 research.

Influencer marketing allows brands to connect with digital audiences in unprecedented ways. Consumers have developed deep connections with the bloggers and social media personalities they follow, and when marketers partner with these influencers, people see the brand through the eyes of someone they trust. Daniel Saynt, CEO and chief creative officer at influencer casting agency Socialyte, spoke with eMarketer about the qualities of a successful influencer campaign and the big impact of Snapchat.

Luxury brands were slow to take their marketing efforts digital, with many fearing they could not offer the kinds of impressive experiences on the internet that they were used to giving customers in person. But customer service has become increasingly important on luxury websites in recent years.

Social media and influencer marketing is helping women’s athletic apparel companies not only drive engagement with new and existing customers, but also boost sales.

Internet users worldwide are most often influenced to purchase products in-store in order to save money, a Gfk survey reveals. Fifty-six percent of respondents are influenced to make in-store purchases by the allure of saving money, while only 26% are influenced to do so digitally.

Nearly three-quarters of retailers worldwide said they wanted their apps to offer payment security. Preventing fraud is more important for retailers than seamless ordering capabilities.

The vast majority of women in Japan who have a new baby or toddler buy baby items online at least sometimes—but according to 2015 research, they’re also still heavily reliant on offline purchase channels.

Retailers increasingly offer customers mobile apps with in-store functions, and according to a September 2015 report by Poq, 71% of in-store mobile app sessions by UK users focused on the store finder.

The number of internet users living in a household with an Amazon Prime subscription has grown year over year, according to research. In December 2015, there were nearly 41 million US Amazon Prime households.

Email marketing is huge for retailers, and the first step in the relationship is getting a customer or potential customer’s address. According to October 2015 research, the most common place retailers do so is on their websites.

Retailers like Wal-Mart, Target and Walgreens made significant sales gains in 2015, and are expected to be still bigger by 2020. Amazon, another top retailer, is projected to have the highest growth, according to 2015 estimates.